Ronnie BattistaUXSTRAT September 14, 2016ronnieb@slalom.com@ronniebattista

ROCK ON!THE STRATEGY OF THINKING LIKE A ROCK STAR

ROCKING OUT TO HAPPY HOUR

THANKS PAUL!

BEHIND THE MUSIC – UXSTRAT EDITION

STRATEGIC EXPERIENCE

DRUGS

REDACTED

My first Rock experience.

1984 – Lip Sync”Back in Black” AC/DC

1984 – Lip Sync”Back in Black” AC/DC

"TAKING IT TO 11”

TAKING BUSINESS STRATEGY TO 11

STRATEGY RESEARCH DESIGN

THE CASE FOR “ROCK STAR”THE CASE FOR ”ROCK STAR”

QUICK SIDEBAR:I HATE THE TERM

“UNICORNS” IN UX.(or anywhere really)

UNICORNS MIGHT CRAP RAINBOWS…

… BUT IT STILL SMELLS LIKE BULLSHIT

MEAT YES.

MAGIC? NO.

WE AREN’T MAGICAL

WIZARD

JEDI

GURU

ZEN MASTER

SHERPA

NINJA

ROCK STAR

A FEW CAVEATS ABOUT “ROCK STAR”…

THIS IS NOT A UX ROCK STAR

THIS IS NOT A UX ROCK STAR

FACT: SOME ROCK STARS ARE ASSHOLES

A FACE JUST BEGGING TO BE PUNCHED

THE STRATEGY OF THINKING LIKE A

ROCK STAR

UX STRATEGISTROCK STAR

• LISTEN TO THE AUDIENCE• NAVIGATE A COMPLEX BUSINESS• BREAK DOWN SILOS• BAND TOGETHER WITH DIVERSE TALENT• PERSEVERE• AGENTS OF CHANGE• KNOW THE PRODUCT IS THE EXPERIENCE

LISTEN TO THE AUDIENCE

Led Zeppelin pioneered Album-Oriented Rock (AOR), which evolved from progressive rock radio in the mid-1970s, using detailed audience research and formal programming to create an album rock format with greater commercial appeal.

HAIR BANDS WERE GREAT…

… UNTIL THEY WEREN’T

NAVIGATE A COMPLEX BUSINESS

WHO LIKES M&M’S?

EVERYBODY WANT SOME?

”WHEN I WOULD WALK BACKSTAGE, IF I SAW A BROWN M&M IN THAT BOWL ... WELL, LINE-CHECK THE ENTIRE PRODUCTION.

GUARANTEED YOU'RE GOING TO ARRIVE AT A TECHNICAL ERROR. THEY DIDN'T READ THE CONTRACT. GUARANTEED YOU'D RUN INTO A PROBLEM. SOMETIMES IT WOULD THREATEN TO JUST DESTROY THE

WHOLE SHOW. SOMETHING LIKE, LITERALLY, LIFE-THREATENING.”

BREAK DOWN SILOS WALLS

BAND TOGETHER WITH DIVERSE TALENT

THIS IS NOTROCK & ROLL.

OR A TEAM.

(AND NO ONE IS LAUGHING WITH

YOU CHRIS)

THE SCHLOMONES!!!Ladies and Gentile-men…

People don’t want to see women doing things they don’t think women should do.

- Joan Jett

“If you have twenty guys in the room and you just bring in one girl, you change the entire mood and everyone plays different.”

- Jack White

“IF YOU THINK YOU ARE TOO OLD TO ROCK & ROLL, THAN YOU ARE”

Lemmy KilmisterMotorhead1945 - 2015

PERSEVERE

Tony IommiBlack Sabbath

SEEK OUT STRATEGIC PARTNERS

• DESIGNER• PRODUCT MANAGER

• ENGINEER• UXSTRATEGY VOCALS BASS

GUITARDRUMS

WHO IS IN YOUR BAND?

WHO ISN’T?

AARONIRIZZARY

SEPTEMBER, 1992

“

“Goofy garage thunder from an international quartet who all met at the University of York. Live Shows apparently adopt an exclusive theme. Students from Hell, we presume” – Kerrang

“They sound too damn happy for their own good! Maybe someone should attach a cheese grater to their genitals to help toughen up their sound” – Rob Zombie

ROCK & ROLL WASN’T A PRODUCT EVERYONE WANTED

AGENTS OF CHANGE

DON’T EQUATE THEIR ACTIONS, EQUATE

THEIR INTENTS

QUESTION THE SYSTEM

RAGE AGAINST YOUR MACHINE

KNOWTHEPRODUCTISTHEEXPERIENCE

THE PRODUCT IS THE EXPERIENCE

YES, TECHNOLOGY IS CREATING NEW

WAYS TO “EXPERIENCE”

EXPERIENCE THE NEW REALITY

TECHNOLOGY CHANGES…

…BUT THE SONG REMAINS

THE SAME

The BieberThe Beatles

The Bieber

MUSIC IS AN INCORPOREAL

PRODUCT. IT CAN ONLY BE EXPERIENCED.

WHY WOULD YOU COME TO THIS

CONFERENCE IF YOU CAN GET THE

CONTENT FOR FREE?

People experiencing the same event, at the same time and in the same space, are in that sense “equals”. This has tremendous binding power.A togetherness is formed and this is called

“communitas”. Quote: https://medium.com/@bobhoranjr/why-we-crave-shared-experiences-5443afba6405#.wtgf4ka88

VICTOR TURNERCULTURAL ANTHROPOLOGIST

BECAUSEEVERYBODYROCKS

UX STRATEGY: UNITES US ALL

UXSTRAT LOVE FROM NEW ZEALAND!

BECAUSEEVERYBODYROCKS

UXSTRAT LOVE FROM THE UK!

TIME FOR SOME COMMUNITAS

(PLEASE STAND)

RIGHT NOW!

UXSTRAT PEEPS! SHOW THE TWITTERVERSE HOW HARD WE

ROCK!

WE LOVE ROCK STARS BECAUSE

THEY ARE HUMAN.

THINK ABOUT YOUR ROLE IN UX STRATEGY LIKE DAVE GROHL THINGS ABOUT ROCK & ROLL

To me this award means a lot because

it shows that the human element of

making music is what’s most

important…, it’s not about what goes on in a computer. It’s about

what goes on here (heart) and it’s about what goes on in here

(head). “

THINK * LIKE A ROCK STAR

* AS AN EPONYMOUS TITLE? PROBABLY ISN’T SUCH A GREAT IDEA. J

THE TUNE TO REMEMBER:

ENCORE: THE POWER OF ROCK ON!

BECAUSEEVERYBODYROCKSRonnie James Dio

1942 - 2010

BECAUSEEVERYBODYROCKS

LIKE ROCK, UX UNITES US ALL

ALWAYS GREAT GETTING THE

UXSTRAT BAND BACK TOGETHER…

Peace LOVEhttps://img1.etsystatic.com/059/0/9634473/il_570xN.729034461_ipxk.jpg

TIME TO PARTY LIKE A ROCK STAR!

… AND DAY 1 OF THIS UXSTRAT GIG IS OVER.

Peace LOVE